Wander into a Modern Renaissance with Ferragamo’s 2023 Holiday Campaign
The streets of Florence are transformed in the Italian maison’s heritage-meets-contemporary campaign.
Almost 100 years ago in 1927, luxury fashion house Ferragamo planted its roots in Florence, Italy. Even in 2023, the metropolitan city is still the heart and soul of the brand, so it’s no surprise that Ferragamo’s holiday campaign this year is a tribute to a city imbued with historic significance.
With the holiday campaign, Ferragamo taps into the two narratives that weave themselves into the maison’s DNA. The campaign images juxtapose two generations of creative vision, to create one whole modern Ferragamo picture. Italian fine artist Paolo Ventura turned photographs of iconic Florence sights into paintings. The Basilica of Santa Maria Novella, the Fountain of Neptune and the Palazzo Vecchio are doused in a dreamlike mood. Brazilian photographer Rafael Pavarotti lensed the members of the Ferragamo community, rooted in Ferragamo’s distinct energy.
This campaign is a merging of worlds – the traditional with the contemporary, heritage with modernity, the classic with the whimsical. Perhaps most importantly, Ferragamo’s holiday campaign encapsulates the legacy of Salvatore Ferragamo, as the founding creative behind the luxury brand, and the modern vision of Maximilian Davis, the Creative Director currently at the helm of the house.
True to the legacy of the brand’s founder, the holiday campaign shows off signature shoes from Ferragamo, including the Gancini loafers and slip-ons finished with a cut-out detail. The Fiamma shoulder bag and Hug bag also accompany the ready-to-wear pieces from the Holiday selection. Apres-ski looks, denim pieces and smart, tailored silhouettes form the body of this Florence daydream. Buttery scarves and small leather goods from Ferragamo also join the collection, just in time for the festive gifting season.
Check out the holiday campaign images below:
